Baker’s Dozen 1. Make sure
for public relations students
that you are grounded in the liberal arts.
2. Minor in business.
Whatever institution with which you are associated, remember that it is a business, disciplined by business objectives.
3. Get practical experience.
As much as you can - internships, student agencies, for pay or by volunteering.
4. Write. Write. Write.
5.
Writing - in all its dimensions - is and always will be the sine qua non of public relations practice.
When you’re seeking that first entry level job, consider it to be one of the most challenging public relations assignments you’ll ever face.
·· Research your market. ·· Develop a plan. ·· Execute it. ·· Evaluate it.
6. Prepare for interviews.
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Leave a trail of thank-you notes. Certainly at the beginning, but throughout your career, too.
Build a network of contacts. Most certainly join PRSA and its chapter in the area in which you plan to practice.
Your best opportunitities may be in the faster growing sector of the economy - the medium or small firm. Second, remember that the non-profit field usually gives you more initial opportunity to
10. Seek out & cultivate a mentor.
1 0.
practice the full range of your craft.
And when you’re launched on that career...
11. Build your insider contacts up, down and sideways. Get out there and learn your client’s business first-hand.
12. Pay your dues.
Mentor other young professionals. Return to your alma mater and be a role model to the next generation of public relations students.
13.
Be an eternal student!
When it’s practiced at its best, public relations is a lifelong adventure in learning. By Betsy Plank,
First Lady of public relations, who dedicated more than 60 years to the industry.